|SMOKERS LUNG RIDDLED WITH CANCER TUMOURS NOTICE THE DARK TARRY DEPOSITS WITHIN THE LUNG. HEALTHY LUNGS SHOULD BE BRIGHT PINK|
Article below from the Daily Mail
Is this the most disgusting anti-smoking advert yet? Cancerous tumour seen growing inside cigarette in New Year campaign
- Department of Health ad, which cost £2.7m, will run for nine weeks on television, billboards and online
- Launched in response to statistics which show more than a third of smokers still think the health risks are greatly exaggerated
This gruesome image of a tumour growing from a cigarette is part of the Government's latest attempt to get millions of Britons to stop smoking.
The new Department of Health campaign launched today is in response to statistics which show more than a third of smokers still think the health risks are greatly exaggerated.
This is despite the fact that smoking is still the biggest cause of premature death, responsible for taking more than 100,000 lives in the UK every year.
Chief Medical Officer Professor Dame Sally Davies said smokers play Russian roulette with every cigarette.
'This is a hard-hitting campaign to get at the hidden harms of smoking,' she said.
'People will see a man smoking and then a cancer growing out of the cigarette. That is what happens in people's bodies.
'One-in-two smokers die from smoking, most from cancer. We know that people don't personalise the harms of smoking and don't understand what's happening in their bodies. This will show them.'
The last graphic adverts, in 2004, showed fatty deposits being squeezed from a smoker's artery and fat dripping from the end of cigarettes.
The following eight years have seen softer campaigns but the DoH says it believes the time is right to deliver a stronger message.
Dame Sally said: 'It is extremely worrying that people still underestimate the serious health harms associated with smoking.
'We want smokers to understand that each packet of cigarettes increases their risk of cancer.'
The campaign, which cost £2.7 million, will run for nine weeks on television, billboards and online.
Dr Harpal Kumar, chief executive of Cancer Research UK, insisted the startling images in the ads are necessary.
'We have got to reduce the impact that tobacco has on the lives of far too many people,' he said.
'It's not a lifestyle choice, it's an addiction that creeps into people's lives and results in death and disease.
'Giving up smoking can be extremely difficult, so providing extra motivation and reminding people of just how harmful the habit is can help smokers to take that first step in quitting for good.'